Costco is pushing further into the ready to drink protein space with a Kirkland Signature Protein Shake, currently available in Costco Canada. The headline is not just the macros. It is the pricing.
What You Get Per Shake
The Kirkland shake is positioned as a convenient daily protein option built on milk protein, aimed at the same shopper who already buys value friendly cases of RTD shakes.
The Price That Turns Heads
The reported price is $29.99 CAD for an 18-pack, which works out to roughly $1.20 USD per shake. That is a number that puts pressure on mainstream value leaders in the category.
What This Could Mean Next
If Kirkland brings this to more markets, it could shift how people stock protein. When a store brand lands at this price point with a strong protein number, it becomes a default option for households, not just gym bags.
Final Take
Costco knows how to win by value. If the taste is even decent, a Kirkland protein shake could become one of the most commonly purchased protein drinks in the warehouse channel.